Author: Scott Sweeney
-
Outdated Marketing Tactics: Why Established B2B Companies Should Rethink Their Strategy
•
When we think of marketing innovation, startups often steal the spotlight. Scrappy teams, fresh ideas, lean budgets—they’re forced to be creative and tactical from day one. But here’s the irony: it’s not the startups that should be most concerned about their outdated marketing tactics. It’s the established players. We’re talking…
-
Brand Vortex: Marketing for the Non-Linear Generation
•
The classic marketing funnel is dead—or at least dying a slow, meme-filled death. And if you’re looking for the culprit, look no further than Gen Z. This digital-native generation doesn’t “convert” in neat stages. They orbit, they observe, they bounce in and out of engagement loops, and they don’t care…
-
How I Choose the Right PPC Channel (and Why You Should Too)
•
When it comes to paid advertising, the first question many marketers ask is: Which PPC channel or platform should we use? For a lot of businesses, the answer feels obvious—Google Ads or LinkedIn Ads. These are popular, proven platforms that dominate the PPC world. And I get it. Most prospects…
-
How CMOs Can Organize Messaging Across Paid Media Campaigns
•
For many CMOs, one of the biggest challenges in paid media campaigns is not just what to say—it’s how to organize the message. When campaigns are scattered, inconsistent, or misaligned with broader business goals, results suffer. But when everything clicks? Paid media becomes a strategic amplifier for your brand’s narrative.…
-
Why You Should Stop Ignoring Leads That Aren’t Ready to Buy (Yet)
•
If your product or service carries a hefty price tag—say $10,000 or more—you already know the truth: big deals rarely close in a single call. And yet, many B2B marketers and sales teams fall into the same trap. They chase only “ready-to-buy” leads—those sitting at the very bottom of the…
-
Qualified Lead Reporting in Google Ads
•
Qualified lead reporting in Google Ads is not just a best practice. It is the foundation for building strong relationships between marketing and sales, and for generating real business outcomes. While it’s tempting to report high lead volumes to show success, raw leads that don’t convert into qualified opportunities can…
-
B2B Buyer Day-1 List: Why Brand Matters Most
•
Getting on the B2B buyer Day-1 list is the single most important determinant of whether your company will close the deal. Independent research makes it clear: if you are not on the shortlist from the beginning, you are not likely to win the business at all. According to a joint…
-
Future-Proof Content Strategy for Search
•
The future-proof content strategy for search is no longer about gaming algorithms or flooding the internet with keyword-stuffed blog posts. In the evolving digital landscape, generic content is becoming invisible. Search is changing rapidly due to zero-click results, generative AI summaries, and solved query spaces. To survive and thrive, marketers…
-
Google Analytics Real Time Reporting Issues
•
oogle Analytics real time reporting appears to be experiencing widespread issues this morning, with many site owners reporting drastically reduced or inaccurate live traffic data. If you’re seeing unusually low real-time user counts in GA4 today, you are not alone. This is not necessarily a problem with your website or…
-
Google Ad Strength Strategy That Works
•
Google ad strength strategy refers to the set of practices aimed at improving the “ad strength” rating within Google Ads. Responsive Search Ads (RSAs) are rated from Poor to Excellent based on how flexible, keyword-rich, and diverse your ad copy is. The ad strength score is intended to encourage better…